Quality, value, satisfaction, trust, a

optimization. More recently, Arnold and Reynolds (2003) provided a comprehensive inventory of
consumers’ hedonic shopping motivations and have isolated adventure, gratification, role, value, social and
idea shopping motivations. Westbrook and Black (1985) summarize these taxonomies of shoppers into three
categories: product oriented motives- to acquire the product for which needs are experienced or to acquire
product information, a combination of product oriented and experiential motives- both to acquire the desired
product and to have a pleasurable recreational experience- and experiential motives- principally to have a
pleasurable recreational experience.
Shopping motives shape the shopping experience (Dawson, Bloch and Ridgway, 1990). For
example, product oriented motives are associated with greater pleasure than arousal while experiential
motives are linked with greater arousal than pleasure. Product oriented motives are a significant predictor of
most dimensions of consumer preference including expectations met, product satisfaction and overall
satisfaction. Experiential motives significantly predict facility satisfaction and overall satisfaction. Shopping
motives should also shape consumer behavior online. For example, task completion and prepurchase
deliberation motives should induce utilitarian and instrumental goal directed behavior and recreational
motives should encourage a more ritualistic, transcendental, hedonic behavior (Hoffman and Novak, 1996).
However Hammond, McWilliam and Diaz (1999) - who defined web browsing for general information as
hedonic and web browsing for specific information as utilitarian - did not find relationships between motives
and hedonic and utilitarian attitudes toward the web.
Motives are however only one dimension of consumer situation while visiting the online or
traditional store. As a matter of fact, Belk (1975) postulated that an interaction between an object
and a situation determines consumer internal and behavioral responses. He isolated four dimensions
of consumer situation in addition to motives: physical surroundings, social surroundings, temporal
perspective and antecedent states. According to Lutz and Kakkar (1975; p. 440), “how the actor
perceives the situation is as important as the actual elements found in the physical environment.”
Thus the situation relevant for the understanding of consumer behavior is the psychological
situation defined by Lutz and Kakkar (1975; p. 441) as “an individual’s internal responses to, or
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